Company: Meta Inc
Company Description: Meta Inc., formerly known as Facebook, Inc., is a multinational technology and online social media company founded in 2004 by Mark Zuckerberg and his Harvard College roommates. Headquartered in Menlo Park, California, the company has grown to become one of the world's largest and most influential technology companies.
Nomination Category: Web Achievement - Industry
Nomination Sub Category: Advertising, Marketing, & Public Relations
 Nomination Title: Meta ads drive both short termW sales and long term brand KPIs for automotive marketers
- Which will you submit for this nomination, an essay of up to 525 words describing the nominated achievement(s), OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
Written essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated web achievement(s), provide it in this space:
Total 285 words used.
Meta commissioned a custom marketing mix study with Nielsen to understand the impact of Meta ads on sales and brand KPIs for five top automakers, representing 60% of the US car market. The study aimed to assess how Meta ads compare to other channels, identify efficient strategies within Meta ads, and evaluate their short and long-term Return on Ad Spend (ROAS).
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Underinvestment in Meta Ads: Advertisers were significantly underinvested in Meta, which outperformed traditional channels like TV, print, and radio in both short and long-term ROAS. Meta ads contributed 32% more to short-term sales than their marketing spend share.
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Impact on Brand Equity: Meta ads efficiently drove brand equity KPIs, with contributions 26% higher than their spend share. Meta video ads were particularly cost-efficient, significantly boosting brand consideration and favorability.
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Meta Video Ads vs. TV: Meta video ads outperformed TV, with a 67% higher total ROAS and a 126% higher ROAS for awareness, making them the most efficient for long-term business growth.
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Optimizing Media Mix: Reallocating TV budgets to increase Meta ad spend by 20% could boost short-term total media ROAS by 40%. The optimal spend allocation is 70% in display and 30% in video, with objectives split as 6% awareness, 32% consideration, and 62% conversion.
Implications:
Auto advertisers are investing below saturation levels in Meta ads, particularly in video ads optimized for consideration. The study highlights the potential for increased investment in Meta strategies to enhance marketing effectiveness. Nielsen's research underscores the value of Mixed Media Modeling (MMM) in guiding optimal media mix decisions for auto advertisers on Meta platforms.
- Optionally, list the appropriate creative and production credits for the nominated achievement(s) you are nominating, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Partner: Nielsen Global Solutions
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